For the past decade, we’ve been operating in an accelerating attention economy, which has only exacerbated in the last six years.
Fast, relentless, and always on. Content scaled at speed. Algorithms that rewarded volume.
Audiences kept up until they didn’t.
What we’re seeing now is fatigue, distrust, and rejection of social media.
Type in ‘social media fatigue’ into Google and you’ll be met with thousands of articles about this.
According to a 2025 article by Deloitte, 20% of consumers have deleted a social media app in the past 12 months, rising to 29% among Gen Zs. 50% of consumers have turned off all notifications for one or more apps, and 18% have set screen time limits to reduce their device use, citing social media as taking up too much of their time, spreading disinformation or having a detrimental effect on their mental health.
I have a strong case for the reasons for this - platforms and brands have optimised for attention, but they didn’t optimise for meaning.
